New Delhi, May 26 -- For a category long defined by function over feeling, Gulf Oil Lubricants is trying something unconventional: building an emotional connection in a price- and performance-driven market. Under the leadership of Ravi Chawla, managing director and chief executive officer (CEO), the brand has quietly but steadily repositioned itself as a premium challenger. In an extensive conversation with Mint, Chawla outlines Gulf's five-pillar strategy, its shift from mechanic touchpoints to digital channels, long-term OEM (original equipment manufacturer) partnerships, and the company's growing ambition to become a full-stack mobility and electric vehicle (EV) ecosystem player. Edited excerpts:

If you look at our track record, it sp...